Window Dressing Services
The lower-left quadrant of Exhibit 3.11 defines those services that have a relatively small in cement of change along both dimensions. ·In other words the product that is delivered as part of the service does not differ significantly from the company’s current offerings and it is delivered in a very similar fashion. Examples of services that we would call “window
dressing” include new items on restaurant menus new routes and destinations for airlines and new courses at colleges and universities. Services that fall int o this category usually have a very small impact on the firm’s existing service operations and consequently can be brought to market in a relatively short period of time.